Let’s Get Engaged! Crossing the Threshold of Marketing’s by Michael W. Obal, Nina Krey, Christian Bushardt

By Michael W. Obal, Nina Krey, Christian Bushardt

Founded in 1971, the Academy of selling technology is a world association devoted to selling well timed explorations of phenomena on the topic of the technological know-how of selling in thought, study, and perform. between its prone to contributors and the neighborhood at huge, the Academy bargains meetings, congresses and symposia that allure delegates from world wide. shows from those occasions are released during this court cases sequence, which bargains a complete archive of volumes reflecting the evolution of the sphere. Volumes convey state-of-the-art learn and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of promoting technological know-how (JAMS) and AMS Review. Volumes are edited by way of best students and practitioners throughout a variety of topic parts in advertising and marketing science.

This quantity contains the complete complaints from the 2014 Academy of selling technological know-how (AMS) Annual convention held in Indianapolis, Indiana, entitled Let’s Get Engaged! Crossing the brink of Marketing’s Engagement Era. the quantity contains manuscripts appropriate to business plan, client behaviour, quantitative modelling, between others.

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Extra resources for Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference

Example text

The second limitation relates to the experimental conditions. Whereas work on space allocation uses real data for real stores, work on consumer perception is often remote from the real purchasing situation. The objective of our study is thus twofold. We aim to review the contributions of the literature by mobilizing the concrete characteristics of an assortment, namely breadth and depth. We believe that a more systematic definition of attributes, according to whether they contribute to the breadth or depth of the assortment, would allow a better understanding of the perception of variety by consumers and thus a better understanding of their behavior.

Obal et al. ), Let’s Get Engaged! 1007/978-3-319-11815-4_9 19 20 G. Svensson et al. on a continuum from superficial to embedded sustainable business models and the application of sustainable business practices. The planning, implementation and evaluation of sustainable business models evolves over time within companies and their supply chains, as well as in the marketplace and society. A limitation of this study is that it is exclusively undertaken in Norwegian companies, although the companies are from different industries with different characteristics.

1996), who applied niche marketing strategy to the sport industry. Similar to any organization, sport teams, leagues, and events need to secure certain resources for continued survival (Smart and Wolfe 2000). To develop our hypotheses in the sport context, we rely on the resource categorization of Milne et al. (1996) as participants, spectators, sponsors and media attention. H1. Participant-based resources including the number of (a) events, (b) teams, and (c) championships are positively related to niche demand for F1.

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